Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Authenticity, Comment, Communication Strategy, Context, Creativity, Culture, Emotion, Empathy, Environment, Marketing, Relevance, Resonance, Respect
Hello. I’m back again.
And I think I’m back for a few weeks now … you must be so happy.
Cue: Evil laugh.
OK, let’s get on with it shall we?
So one of the things I’ve loved about getting healthier, is walking around my neighbourhood.
Going down random streets.
Seeing at new shops.
Just getting a better sense and connection to the place I currently call home.
And on my travels, I came across this.
I have to say, I love it.
People may see it as an old piece of paper stuck on their window, but I don’t see it like that.
I see pride.
Pride in where they come from.
Pride in what Pita created.
Pride in Pita’s craft and skills.
Pride in what Bob – and Charlie – continue to do.
Pride in how they approach their work.
Pride in their community.
Pride in their longevity.
Pride in their role.
I have no idea how long that piece of paper has been up – and given how faded it is, it would suggest a while – but at a time where so many people and companies are ‘bigging themselves up’ based on the most superficial of reasons, it’s lovely to see someone honour their experience in service of their community, rather than adopt the attitude that people should be grateful they exist and acknowledge them.
Given all the talk our industry spouts about communities, fandom and membership … this may be one of the key areas many forget to highlight or recognise. Possibly because in their desperation to look like a ‘Linkedin leader’, they spend their time ‘codifying’ how they think communities operate, rather than recognise the emotional conditions that explain why it does.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Brand, Brand Suicide, Brilliant Marketing Ideas In History, Comment, Communication Strategy, Confidence, Context, Crap Marketing Ideas From History!, Creativity, Culture, Devious Strategy, Differentiation, Effectiveness, Entertainment, Happiness, Innovation, Luxury, Mischief, Packaging, Planning, Professionalism, Relevance, Resonance, Strategy
This is the last post for a week because I’m off again.
I know … I know … it’s getting ridiculous, but consider my jet-lag, your mental health.
Talking of mental health … I’ve not had a drop of alcohol for 38 years.
THIRTY EIGHT.
But despite that, I do find myself buying it on occasion … mainly when those occasions are an extremely rare dinner invite and/or a desire to show gratitude towards someone in particular.
And when that happens, I remind myself how easily influenced I can be.
Because as we saw in 2007, my biggest motivator is the packaging rather than the quality of the product.
Well, I say that, but it has to be a brand I’ve at least heard of – a brand I associate with some sort of quality – but fundamentally, it’s all about the packaging.
Recently I wanted to get something for our old neighbour in LA.
It was his birthday … he’s an amazing human … and he invited me to his dinner. [I was in town, so it wasn’t some totally empty gesture]
So I rushed to a bottle shop and was immediately hit with a wealth of choices and options and so what did I end up choosing?
This.
Yep, a bottle of Veuve in a pseudo orange SMEG fridge.
Frankly it looked ridiculous … hell, it is ridiculous … but it’s also my kind of ridiculous, despite even my low-class tastes thought that for 2 brands that are supposedly ‘premium’, the way they combined looked cheap and tragic.
But unsuprisingly, my inner Dolly ‘it-costs-a-lot-of-money-to-look-this-cheap’ Parton, took over and I handed over my cash and walked out full of smugness and slight humiliation.
Now I don’t know the background to this collab.
I don’t know the process they took to get here,
And while on one level it makes some-sort-of-sense, it also is completely and utterly bonkers … and that’s why I love it.
Because in a world of sensible, it’s nice to see ridiculous win.
Yes, I appreciate Apple’s ‘ceremony of purchase’ packaging strategy is next level … but in terms of what I call, ‘social luxury’, the use of ridiculous packaging – as seen in the fragrance industry – is arguably, the most sensible thing they can do.
For all the processes, models and eco-systems being pushed by so many people right now, it’s interesting how few actively encourage searching for the weird edges. Ironically, they build approaches where the aim is to filter these out before they even have a chance to see what they can do. Which is why as much as the we laugh at the superficiality of fragrance companies and some alcohol brands, they can teach us more about standing out than all these models that seem obsessed with making sure we all ‘fit in’.
So who are the stupid ones now eh?
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Context, Craft, Creative Brief, Creative Development, Creativity, Cynic
Once upon a time – when we had cynic – we were approached by a car company to work on a secret project for them.
Or so they said.
As we spent more time together, we discovered what they wanted was to see if we could help them stand out from the competition when their cars were literally rebadged cars from another manufacturer [under licence] and there was almost no distinctive feature whatsoever.
Originally, we thought that was an interesting situation in itself, but the more ideas we presented, the more we realised, ‘what they wanted’ … and ‘what they were willing to do’, were very different indeed.
So one day, exasperated, we showed them a campaign that looked just like every other campaign, except we removed every element of background. For all intents and purposes, it was the car driving around a white space. And while that sounds weird – and shit – it actually had this hypnotic effect.
Familiar and new.
Clinical and intimate.
Boring and interesting.
It was strangely bizarre, and while the client never made it – in fact we told them we didn’t want to play with them, shortly after this – that work still messes with my mind for the feelings it gave me.
Mainly because on face value, it shouldn’t have made me feel anything.
But then, if it didn’t have that effect, then Andy and Rudi wouldn’t have come up with it.
I’ve thought about that campaign every now and then for literally years, and then I saw this:
Suddenly it all made sense.
Why that idea felt comfortable while also igniting confusion.
But a confusion that was addictive and infectious.
And all because what we’d done was create a campaign that was generally the same as every other car ad campaign, but with one distinct element removed … meaning it felt psychologically very different, which meant it felt very emotionally different.
Which is why this piece I saw recently from Nils also hit home.
I love this.
I admit, it’s something I’ve been a part of countless time, but it’s always felt part of a conversation of curiosity rather than part of a designated creative process.
So seeing it written down was really good and powerful.
And to me, this kind-of captures the difference between making advertising and creativity.
When we make advertising, too often we think of it as an entire package … where everything needs to communicate a singular message that has been designed to present the product or brand in the most favourable light. But when we think in terms of creativity, it’s more about igniting feelings and emotions – things that stick deep within and make you think.
And that’s what we did with that ad we presented to the crazy client … we made something that was creatively psychological rather than advertisingly logical … exemplified by the fact that while I’ve seen a lot of car ads in the past week, I can’t remember any of them. But I can remember how a car ad we put together 20+ years ago made me feel.
Sometimes, the worst ideas open the door to some of the best.
So be careful before you kill things … you might be destroying your chance to do something that you’ll never be able to shake.
Thank you Mario.
Thank you Nils.
And thank you Andy and Rudi, who caused this whole mindfuck for me, over 20 years ago.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Authenticity, Creative Development, Creativity, Culture, Effectiveness, Empathy, Management, Marketing, Marketing Fail, Mediocrity, Planners, Relevance, Strategy
So the good news for you all is this is the last post for 2 weeks.
Yep, you’ve guessed it – I’m on a holiday, I mean a work trip.
Or should I say trips. Plural.
First to Europe. Then Australia. Then LA … I know, I know, I’m a prick.
Now given I pre-write my posts [for example today is the 25th Jan] I appreciate I could still cover this period, but let’s be honest – after 18 years, I’m running out of things to say so we could both do with the break from each other.
What that means is this is the last post until March 4.
MARCH!!!
How the fuck have we got there so soon? Oh, I suppose we haven’t yet have we … but anyway, March 4 is a Monday, so you get to have multiple weekends before I ruin your week again.
You’re welcome.
So now what do I do after writing that long-winded introduction?
Fuck knows.
But recently I saw a couple of things that I thought were particularly good and both revolve about intelligence in marketing rather than the egotistical commodification of it.
As I’ve written a few times before, I’m a bit fed up of the ‘hustle culture of commentary’ that our industry has got itself into. Where everyone seems to speak like they’re gods and gurus who have invented or reinvented the World.
That doesn’t mean they’re idiots – many say stuff that is genuinely interesting – but so much of it has an air of self-interest. Hijacking topicality for self-capitalisation.
Though the ones who claim they’ve got the answers to everything make me laugh – especially when they do nothing with it other than pedestal spouting. I mean, how stupid is that if they think it’s going to change the world. But maybe its because somewhere along the way, they’ve realised what they’re claiming is not ‘new’, just new to them and all they’re doing is reinforcing how little they know about their industries history or life outside their bubble.
That’s not wrong, we all do that to a degree, but it tends to lead to people changing their ways rather than doubling-down on their ego.
But even those people aren’t as annoying as the ones who claim some sort of ownership over something someone has actually done, because they spouted something vaguely associated with the topic on Twitter/X about 6 years earlier.
As I said a while back, it will only be a matter of time before someone makes a paper plane and claims they’ve invented flight.
Look, I’m all for thinking out loud – hell, I’ve been doing it on here for almost 2 decades – but when it’s conveyed with the confidence of a mediocre white man [copyright Chelsea] then that’s where the problems start. At least for me.
There are some brilliant people out there … genuinely brilliant. People who do stuff or try stuff with what they think and say. And a lot of them aren’t even on social media. But unfortunately there seems to be a lot more who are camped out on social platforms … churning out an endless stream of strategic myths, obviousness or bullshit … using a tone that suggests they’re innovators and anyone who dare challenge them, is a luddite.
It’s kind of the Trump strategy and sadly, like Trump, it works with many.
Which makes me wonder, ‘what if I’m wrong?’.
And you know what … I could be. And I’m open to be.
But popularity is not a sign of originality … or accuracy … or smarts … and I think those things are pretty important too.
That said, if we’re going down this imitation intelligence path, at least make people think rather than try to demand how they should think. And recently I saw two things that did just that.
The first was this:
Now I appreciate a strategist supporting a message of not getting lost in planning may sound a bit weird … but apart from everything else, it makes a welcome change from the overly complex schtick we seem to be celebrating and advocating for right now.
Of course thinking things through is important. But one thing we don’t seem to talk about a lot is the importance of knowing when to stop. So you can put things into motion rather than putting them into an endless loop of consideration.
I got given a piece of advice once I’ve held on to for a long time.
“Be rigorous as hell until you find something exciting …
… then stop and protect it at all costs.”
Now I appreciate the person who told me this was very successful so could afford to say that, but their point was that it was this approach that had got their position. In essence, they advocated for planning to show them the way not obscure it.
I like this view.
When I was starting out, strategy was valued when it was powerful simple … delivering a path to the bigger, better places with sharpness, potency and focus.
But now it seems we’re not like that.
The general narrative appears to be ‘we live in different times with different considerations’ and so we need a completely different approach to the work we do.
And while they’re not wrong about a lot of that … we’re forgetting what strategy is for so now we’re at this weird place where it appears the value is in the complexity rather than the potent, fierce, simplicity.
Please note I say simplicity, not simplistic – which is another thing some people do in an attempt to look like Einstein, when all they’ve done is reduce Liquid Death’s success to “a can that looks different to all other water cans”.
But I digress …
The reality is strategy that is all about complexity is harder to execute, easier for people to hide and more focused on what is done rather than why we’re doing it in the first place.
And that’s why I liked the clip above … because it was a reminder we need to protect what we want to do rather than only care about where the process will lead us.
Which is why I also liked this:
Sure, I get it’s a retrospective, observational view … but it’s interesting and simple.
And funny.
Plus if it was true, it would be a piece of fucking amazing reframing strategy.
Not that people would say that or see that.
Or at least not as simply as the originator articulated.
Which reminds me of the image we used in our Cannes Strategy Is Constipated, Imagination Is The Laxative talk with the image of all the different strategic frameworks that say the same thing in ever more complicated ways.
My Dad once said that people who want to show how smart they are, aren’t that smart.
That their need to demonstrate their brain is a demonstration of their insecurity.
I wonder what he’s say if he was alive today and saw how a lot of my industry was behaving.
Because I think he’d have a different view.
That their talk is not about insecurity, but distraction.
It’s why I loathe when I hear people say ‘we’ve done all the work so you don’t have to’.
Oh my fucking god.
But I appreciate this post is getting so long that I’ll be back by the time you’ve finished reading it. That is if anyone did read this, so I’ll just leave you with this …
There is no ‘secret’ to being good.
Even the most talented people work hard at developing it.
In a world promoting hustle, we need to give more value to graft.
I get that’s not a popular thing to say, but that doesn’t mean it’s wrong.
So stay open to different views but be cautious of definitive claims.
Especially from people who can’t point to what they’ve done beyond how many people follow them. Because you just might find they value speed over substance and you don’t want their ego to be at the expense of your growth.
Huge apologies for the epic rant, a bit like old time – ha.
See you in March.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Brand, Brand Suicide, Comment, Creativity, Effectiveness, Lego, Marketing Fail, Media
Today is a special day for me.
A special day because of a birthday and an anniversary.
Not mine, but people who are important to me …
I had written a long post to them that went on a tangent to talk about investing in your own relevance.
That however young you are today, you’ll become an old fuck one day.
But I couldn’t wrap it up so I have left it for another day … instead, I am writing a post about the importance of your relationships.
Have a look at this …
At first glance, what do you see?
A Lego ad campaign?
Yeah … me too.
But then, when you look again, there’s that weird-as-fuck headline.
“Super Sweet And Fake Tasting”
What the absolute fuck? Has Lego gone rogue and decided to make social commentary on their own product?
Well obviously they haven’t … it’s simply an alcohol ad that has been stuck on the end of those 3 posters that – because of the colours of the poster frames – looks like it’s all part of the same campaign.
Now on one hand it’s funny. But I wouldn’t be laughing if I was the Lego client.
Putting aside their choice of headline colour – with the B&W image – makes it look like a Sainsbury’s ad [albeit Sainsbury’s aren’t in NZ], I’d be VERY disappointed the media team and/or the billboard company did not see the problematic nature of this linkage.
I mean, it’s pretty obvious.
Lego … kids, wholesome, creative. Alcohol … errrrm, less so.
Look, I get we all make mistakes, but what this says to me is that no one asked – or cared to ask – the right questions.
The client.
The media agency.
The billboard company.
Fuck, the only one who gets off here is the creative company, because they’d be as pissed off as the client.
Of course I’m not really surprised this has happened because in the quest for the lowest price possible, there seems to be more focus on having a programatic, optimised and systemised system and process than actually giving a fuck about your brands contexts, craft and associations.
It blows my mind how few clients care about ‘placement’.
They’ll argue till they’re blue in the face over the size of their logo, but rarely go into depth about the placement and contexts of where they appear.
And yet many clients think media agencies are professional and creative are the children.
Now of course there’s some amazing media agencies out there … agencies who think in terms of communication rather than media.
But the market has become so fixated on price, they’re forgetting – or not valuing – one vital element about brand building.
It’s not just about who you are, it’s about the company that you keep.
_____________________________________________________________________
PS: If anyone from Lego reads this, this post is because I love you. And you know this because I told you that when you invited me to talk at your global conference thing. Plus you’ve been very good and kind to me – and Otis – over the years. But the fact is, despite this being an isolated incident, you deserve better than this. You should demand better than this. So hold people to standards, not just price points and please don’t ask for any of the freebies you’ve sent me to be returned. Please!!!
PS2: It’s Easter holiday tomorrow and Monday so there will be no blog posts till next Tuesday. In the meantime, I’ll be looking longingly at the Hot Cross Buns and Easter Eggs I won’t be eating and wishing April Fools was on a Tuesday, rather than a Monday. Have fun.